新浪财经"酒价内参"重磅上线 知名白酒真实市场价尽在掌握 文 | 酒讯 子煜 编辑 | 方圆 新一轮渠道变革的序幕，由抖音针对酒水品类启动专项治理拉开。 日前，抖音电商发布《关于打击酒类虚假营销与假冒销售行为的治理通告》称，近三个月平台共处置违规商品超2000个、涉及违规商家690个。 酒企集体发声整顿电商渠道余音尚在，平台方紧跟下场整治低价乱象，一时间商家和消费者都感到猝不及防。这一次，电商渠道能否摆脱低价竞争的老 路，已成为行业关注的焦点。 图片来源：抖音电商安全与信任中心 公众号 01 打击"野蛮生长" | 违规类型 | 违规案例(示例图片) | 平台建议 | | --- | --- | --- | | 未写版本信息 | | 请在直播间中央无遮挡位置写清版本 信息。 | | 直播间展示时用"中英文版" | | 版本信息需要注明"海外版"、"出口 | | 混淆"海外版",或未在直播间 | | 版"、"国内版"，且不能遮挡。 | | 中央画面进行版本信息的清晰 展示 | | | 图片来源：抖音学习中心 在双11大促背景下，平台、酒企与经销商之间的博弈呈现出新动向。 11月10日，抖音电商团队发布《关于酒水版 ...

Group 1 - The root cause of price chaos often lies in the distribution channel, where some sellers resort to informal channels to obtain goods at low prices, triggering price wars and exposing regulatory loopholes in the flow of goods [1] - A well-known beauty brand experienced a 40% drop in sales at its official flagship store due to ineffective channel management, leading to a significant influx of low-priced products through informal channels [1] - To address this issue, brands and manufacturers need to establish a comprehensive regulatory mechanism throughout the entire process, including real-time tracking of goods flow using digital tools [1] Group 2 - The implementation of strict pricing control agreements with distributors and agents is crucial, with penalties for violations including a 30% deduction of quarterly rebates for the first offense and cancellation of agency qualifications for repeated violations [1] - Collaborating with market regulatory authorities to create a blacklist system for counterfeit and illegal sales can help purify the market environment from the source [1] Group 3 - The low entry barriers of online platforms have allowed numerous unauthorized sellers to disrupt market order by selling infringing products at low prices, making intellectual property complaints an effective response [4] - A certain 3C brand successfully cleared over 200 non-compliant stores within six months through a systematic intellectual property complaint strategy, achieving an 85% recovery rate of online prices [4] Group 4 - Professional third-party price control agencies have become a strong support for brands facing complex pricing challenges, with over 150 such agencies operating in China [4] - A clothing brand that engaged a third-party price control agency reduced the average processing time for non-compliant links from 7 days to 48 hours, significantly improving pricing control efficiency [4] Group 5 - Brands must prepare comprehensive materials from three dimensions: trademark rights, copyright, and patent rights, including registration certificates and complete authorization chain documents [5] - Evidence of seller infringement can be supported by administrative penalty documents from regulatory authorities or judicial rulings, as well as through purchasing and expert appraisal of products [5]